Engendering trust in Internet businesses using elements of corporate branding

Abstract

In this article we discuss the role of trust as a crucial factor for success in meeting the challenges faced by companies selling goods to consumers on the internet. Corporate branding is proposed as the key vehicle by which the necessary trust-signals for reducing risk as perceived by consumers may be transmitted, based upon a theoretical definition of trust, the trust-signals important to engender trust, and the main elements of corporate brand building.